Janko Roettgers, reporting for Variety: Pandora’s new CEO Roger Lynch has big plans for podcasts: Lynch told Variety on the sidelines of CES in Las Vegas Thursday that he wants to create “the equivalent of the podcast genome project” as the company plans to add many more podcasts to its catalog. Lynch, who joined Pandora as president and CEO in September, said that the company is working on a deep integration of podcasts that will allow users of the service to easily browse and discover new shows. Describing these efforts as a kind of podcast genome project is a nod to Pandora’s Music Genome Project — a massive database of dozens of musical attributes for every single song in the company’s music library that is being used to compile stations and aid discovery. Pandora is also looking to offer podcasters monetization options that will be superior to the current state of podcast advertising. Currently, many podcasters still rely on ads that they read themselves on air, Lynch said. “It is not the most effective advertising model.”